Results: What should we make next?
It's donut day, so we're going to keep this update quick.
Just kidding! We're going to share the salaciously detailed results of our customer survey. But first, we've got a special request:
WE'D LOVE YOUR VOTES
The 6th annual Carryology Carry Awards are upon us. Capture v3 is in the running for Best Accessory, and Peak Design is up for Brand of the Year. We're honored to be in contention in these categories, both of which are decided by popular vote. So if you've got 5 seconds to spare, please click the images below and vote...
A couple months ago we asked you a bunch of questions...everything from "how do you like Capture V3" to "what should we make next" to "why is Peter Dering shirtless in this photo." Those questions comprised our annual customer survey. Now, we've got answers. A bunch of them.
First up, 9573 people responded in full. That's...like...just...wow. That's an insanely high rate of engagement, especially for a survey that took on average 17 minutes and 14 seconds to complete. The completion rate was 64.7%, meaning that over 16,000 people visited the survey. We couldn't be luckier or more humbled by your willingness and enthusiasm to shape the future of our products and company. Now, the good stuff.
CURRENT PRODUCTS: LIKES AND DISLIKES
We use a system called Net Promoter Score (NPS) to understand, at a high level, how customers feel about our products. It starts by asking a simple question: on a scale from 0-10, how likely would you be to recommend product X to a friend? We then tally up those results as follows:
NPS will never be a substitute for the qualitative feedback you give us day-in, day-out. Instead, it's a way to summarize and quantify which of our products are most beloved, and which are least living up to their expectations.
Here's how all our products ranked:
A few key things to note:
Our top selling products are our most beloved. That's great. Especially great to see so many of our core products with a 50+ NPS.
People like our new stuff more. Customers like Capture v3 more than v2, and v2 more than v1. Some might say "no duh" here, but we consider this a good affirmation that the updates we make to our products are experienced positively by our customers. Note that Pro Pad v2 jumped nearly 50 points from -22.7 to 25.3. If you're a frustrated v1 Pro Pad user, an upgrade might make all the difference.
Improvement priority: Pouches. Field Pouch, one of our most owned bags, scored a relatively low 11.3. Reading qualitative responses, we believe that recent updates we've made to the velcro fastener and the inner mesh pocket material will bump up Field Pouch's rating over time. Range Pouch scored -16.3, and quantitative responses cited the product's shape and open/closure mechanism as pain points.
Improvement priority: Shell. Shell is a stretchy, form-fitting waterproof camera cover we launched a few years back. A frequent pain point stems from the fact that cameras/lenses come in endless shapes and sizes, and Shell only comes in 3. We'll never be able to fit all cameras, but we may be able to fit more...particularly as cameras continue to shrink in size.
Here's another look at old vs. new versions of the products that we launched in this KS campaign:
PD CUSTOMER DEEP DIVE
Let's just jump right into it. We'll share your answers, along with our analysis in the caption.
YOUR PERCEPTIONS OF US
YOUR COLOR PREFERENCES
WHAT SHOULD WE MAKE NEXT?
This is the really fun part. Without further adieu, here's what you're collectively craving:
The beauty of being an entirely crowdfunded design company is that we have the freedom to determine our product roadmap. In the end it's just us and you, our backers and unofficial board of directors, who steer the direction of this company. We will continue to design solutions to your needs. Remember the responses above, or as we call it, our to-do list. This especially applies to the 191 respondents who want us to make a Pogs Quiver.
Here are all the funnies. You did good on them.
PROJECTS YOU MIGHT LIKE
Per the usual, we'll end by sharing the KS love.